[Air-L] Looking for a theory--traditional + new media = ?

Greetings all, Some time ago I encountered a paper or chapter that argued that so-called "traditional" (unidirectional) media such as radio and television could in fact be considered interactive or multidirectional thanks to the addition of other technologies like Twitter, the Internet, etc. I can't remember if this theory has a name--does it ring any bells? I'm working on a paper that could use an appropriate citation, if anyone knows what I'm talking about. Thanks! RE -- Ryan S Eanes Media Studies PhD Student & Graduate Teaching Fellow University of Oregon School of Journalism & Communication rse@uoregon.edu * blogs.uoregon.edu/eanes * www.ryanean.es 1275 University of Oregon Allen Hall, Room 210 Eugene, Oregon 97403-1275